This is the modified version of a presentation I gave to a nonprofit group. I focus on the use of Twitter as that is the fastest growing SM platform in Atlantic Canada and my audience had little prior knowledge of it. I've also used screen shots as we had no internet access.

1. Social Media 101
How to Use Social Media Effectively

2. Agenda
• What is SM?
• Who uses the Internet and SM?
• Our environment
• LinkedIn, Facebook, Twitter
• Focus on Twitter
• Success stories
• Retweeting
• Top 5 Rules
• What we can do

3. What is Social Media?
• Web 2.0
• Fastest growing part of the Internet
• Networking
• Sharing
• Building communities
• Karma/Brand exposed
• WOM

4. Case in Point
• Shift Communications
– Random selection: BMW
– Google search #8: Blog “Posts from the BMW
Category at AutoBlog”
– 285,000 links to blog
– #56 out of 50,000,000 blogs
– Active community: Comments and posts
– No one from BMW participated
– Imagine the impact of contact between BMW and
enthusiasts: loyalty, content to share, demo of care

5. Who Uses the Internet?
• 73% Canadians use Internet daily
• NS & NB are 4th
and 5th
highest users
• Urban: high speed
• 67% of Cdns access the Internet while watching TV
• 49% have wireless
• 30% have more than 2 computers
• More than 80% of Atlantic Cdns have mobile phones
• Use of smart phones on the rise

6. What About SM?
• As high speed is available, SM use increases
• SM use grew by 48%
• 61% of online consumers research with SM
• 63% use SM for news & info
• 40% use SM to communicate with orgs.
• 50% of Cdns have an SM profile
• 93% of these are on Facebook
• 26% of Cdns are aware of Twitter; 6% use it

7. SM in Atlantic Canada
• 60% of Atlantic Cdns use SM
– Up 14% in one year
• 600,000 are daily/weekly users
• 3,000 citizen blogs in NS; slightly less in NB
• 52% of users in NS are 35 and older

8. Age and SM
• Facebook: 42
• MySpace: 18
• Blogging: 36
• Twitter: 34
• Under 30: video
• Over 30: photos
• Under 40: less email

9. Top SM Activities
• All SM use is increasing in Atlantic Canada
• Facebook, LinkedIn and Twitter lead
• Twitter grew the most in last year
• Flickr is the most popular photo sharing site

10. Our Environment
• Increased competition
– Volunteers, donors, time, other events
• Limited resources
– Financial, human, technical, material

11. Marketing
• 7 to 30 touches before people buy
• People become active when the time is right
for them
• Build recognition & reputation
• Set achievable goals
• Know your supporters/customers/audiences

12. FB, Twitter, LinkedIn
• Three favourite sites in Atlantic Canada
• LinkedIn is an exclusive club
• FB is like a networking event
• Twitter is a tailgate party
– Fastest growing site in Atlantic Canada
– Unknown

13. LinkedIn
• Don’t talk to strangers
• Connections
• Power of personal connections & shared contacts
• Upload your resume
• Invite those you know
• Ask for referrals
• Join groups
• Link Twitter, blog, events

14. Facebook
• 80 million users
• Friends
• Informal but there are rules of engagement
• Friend requests: those you know
• Join groups to make new friends
• Create pages
• Create events
• Exponential WOM

15. Twitter
• Microblogging: Communication in 140 characters
• Followers
• Casual
• Tweets
• Invite your friends to Twitter
• Follow people & hope they follow you
• Engage through sharing useful info + commenting
• Lean but powerful

16. Anatomy of a Twitter Page
• Home
• Profile
• Find people
• Settings

21. Navigating Twitter
• @username
• DM
• Hashtag: #
• RT
• URL shortners (bit.ly)

22. What to Tweet?
• What do they want?
• What do they need?
• How can you address that?

25. The Science of ReTweets
• http://danzarrella.com/science-of-
retweets.pdf

26. Epic Change
• Epic Change
– Twitter: raised $11,000 in 48 hrs
• Clear, audacious goal
• Urgency
• Easy
• Fun & positive
• Leveraged existing networks
• Recognized top donors

27. Dollars for Darfur
• Facebook Group:
– 5,000 student members
– $150,000 in 2007
• Harnessed energy
• Networks
• Easy
• Incentives

28. Discussion/Flipchart
• How could we use Twitter?
• For what purpose?
• What could we tweet?
• How could we manage a twitter account?
– Multiple tweeters?
– Responsibility of one?

29. Tweeting
• Tips
• Urgent action
• Special events (leading up to)
• Reports
• Other followers or community events
• Invitations to real or viral events
• News
• Ask questions
• Live microblogging
• Changes to events
• Tweets from the road
• Use hashtags for easy following
• RT

30. Top 5 Rules
1. Listen
2. Get involved
3. Give up control
4. Be honest
5. Think long term

31. What Can We Do?
• Ideas?

32. Ideas
• Limited resources?
– Create SM Team
• Post photos
• Create and share video
– YouTube capability
• Communicate
• Engage
• Begin thinking about mobile messaging capability

33. Resources
• Thanks to:
– Media Badger
– 30 Days to Social Media Success, Gail Martin
– Ryan McNutt, Dalhousie University
– Stats Canada
– PrimalMedia
– The Science of ReTweets, Dan Zarella
– Brink: A Social Media Guide from the Edge, Shift
Communications

34. colleengareaupr